IWC Schaffhausen's Big Pilot campaign focuses on sustainability

For the first time, an OOH campaign in an alpine area relies entirely on environmentally friendly materials such as textile mesh or PVC-free films.

Skiing, snowboarding, freestyling, sledding, snowshoeing or hiking: Laax wants to position itself as an innovative and dynamic tourist destination that appeals to a colorful mix of visitors from Switzerland and abroad. The aim is to create ideal conditions to showcase the most famous pilot's watch from Schaffhausen - since last year also available with an ergonomic case diameter of 43 millimeters. Already at the valley station near the Rocksresort, a billboard sets the mood for the motto "Time to Fly". Several gondolas, the underside of the aerial tramway and a complete ski lift mountain station at Crap Sogn Gion were also covered with various Big Pilot motifs. The gigantic billboard with spectacular 3-D effect in Plaun is also not to be overlooked.

"Both IWC Schaffhausen and Laax are highly committed and passionate about sustainability. I am therefore particularly pleased that we are consistently using innovative and environmentally friendly materials for the big Big Pilot campaign in Laax - bringing our iconic pilot's watch to the Swiss Alps in a particularly sustainable way," explains Franziska Gsell, CMO of IWC Schaffhausen and Chair of the brand's Sustainability Committee.

For the first time, an OoH campaign in an alpine area was realized entirely with PVC-free materials. A resource-saving textile mesh is used for the outdoor billboards. This Ecotex® fabric is free of heavy metals, phthalates, plasticizers and isocyanate-containing compounds. The gondolas and the ski lift station were covered with a special film that contains neither PVC nor phthalates and is printed with environmentally friendly latex ink. The complete installation of the campaign is coordinated by the Alpdest agency.

Consistent focus on sustainability

The Weisse Arena Flims Laax Falera has set itself the goal of becoming the world's first self-sufficient alpine destination. In the future, the entire energy demand is to be covered by regionally produced and 100 percent renewable energy. With an ambitious seven-point plan, the region wants to complete the transformation from energy consumer to energy producer. The cornerstones for this were drawn up by the Greenstyle Foundation. This comprehensive sustainability initiative is also the reason why Laax has very strict environmental protection requirements. All projects in the region must reflect the Greenstyle philosophy.

But sustainability is also essential for IWC Schaffhausen. A mechanical watch lasts for generations and is therefore an inherently sustainable product. However, IWC aims to manufacture its watches as responsibly as possible - for example, by minimizing the impact of its business on the environment and sourcing raw materials responsibly. For example, the company now sources only renewable energy worldwide. IWC has also introduced a new packaging concept with a reusable travel case. In 2020, the company published its second sustainability report in accordance with GRI (Global Reporting Initiative) standards. It defines nine targets that IWC aims to achieve by 2022.